Specialized advertising displays for gaming machines and systems

ABSTRACT

An electronic game including at least one display exhibiting a plurality of windows or segments each displaying a different subject matter is disclosed. The different subject matter in each of the plurality of windows preferably includes a real time promotional points total, an awards display, a sponsor advertising material display, an Internet display and an electronic game. The electronic game, which may include a wagering game, may be played by tendering money or tendering promotional points instead of money. Promotional points may be awarded instead of a portion of a money award, or supplemental to it. Promotional points may be accumulated by players through both gaming and non-gaming activities, including activities not involving a commercial transaction. An electronic gaining apparatus is described which also serves as an Internet portal.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a divisional application of U.S. patent applicationSer. No. 11/344,629, filed on Jan. 31, 2006 which is a divisionalapplication of U.S. patent application Ser. No. 10/308,961, filed Dec.3, 2002, now U.S. Pat. No. 7,025,674, which is a continuation and claimspriority of U.S. patent application Ser. No. 09/489,249, filed on Jan.21, 2000, now abandoned, all of which are incorporated herein in theirentirety and for all purposes. The present application is also relatedto co-pending and commonly owned U.S. patent application Ser. No.11/___,___, entitled “GAMING MACHINES AND SYSTEMS HAVING MULTIPLE WINDOWDISPLAYS,” having the same filing date of this application, and which isincorporated by reference herein in its entirety and for all purposes.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates generally to awarding, accumulating andredeeming promotional points using an electronic game. Moreparticularly, the present invention relates to an electronic gameexhibiting a plurality of display windows or display segments as part ofa game display. Each window or display segment of the game display mayshow a different subject of display such as an interactive game, anInternet connection, a control bar or other element, advertising fromsponsors, real time promotional point accumulation totals, promotionalor award items for which points may be redeemed, and the like. Gameplayers may accumulate promotional points through a variety of gamingand non-gaming activities and may then exchange the promotional pointsto purchase promotional or award items, which may be associated with orprovided by sponsors. Alternatively, game players may choose to playgames where promotional points are tendered instead of money.

2. State of the Art

A number of organizations such as credit card companies, automobilemanufacturers, rental car companies, department stores, long distancetelephone organizations, financial institutions, casinos and others haveoffered a number of differently-structured programs for awardingpromotional incentives to encourage purchases of goods or services.These incentives have included specific award items or discount offersfrom catalogs, based on the volume of activity in an account. Otherpromotional systems have involved discounts on goods or services offeredby third parties. For example, discount coupons have been offered forairline tickets based on a minimum level of investment at a bank orsavings and loan. Similarly, holders of bank cards have been offereddeeply discounted or free air travel based on a certain level ofactivity using a general purpose charge card or have been credited withfrequent flier miles based on activity in a charge card account. Storesor businesses have also issued their own charge cards and awarded storecredit based upon amounts charged to the card.

In addition to the promotional awards listed previously, promotionalpoints, which can be exchanged for discounts or promotional items, aresometimes awarded by businesses to encourage customers to spend money onmerchandise or services offered by their business. Several decades ago,retail businesses such as department stores, grocery stores and gasstations, began awarding green stamps or trade stamps to customers forpurchases made. Promotional points used by many businesses today aresimilar to green stamps in that they are offered as a reward forspending money. Unlike green stamps, however, many modem promotionalpoints systems electronically store point totals. One example of apromotional point system is found in U.S. Pat. No. 5,537,314 to Kanter(Jul. 16, 1996), the disclosure of which is hereby incorporated hereinby reference. Kanter discloses system of networked computers at variouslocal and distant member store locations, all communicating with acentral control center. Each of the networked computers records andtransmits data relating to sales transactions between programparticipants and the member stores to the central control center. Thecentral control center then uses the sales data in combination withprevious participant performance data, internal award conversion tables,pyramidal association tables, award applicable merchandise UPC codes andother relevant data, to calculate, post and/or issue discounts, raffleentries, store-credit returns, points or cash values in response to theperformance of the program participants. Program participants may thencollect their award, or redeem their points at pre-selected locations.

Businesses with business sites on the Internet, or “online”, have alsobecome involved in awarding promotional points for customers whopurchase merchandise online. U.S. Pat. No. 5,937,391 to Ikeda et al.(Aug. 10, 1999), the disclosure of which is hereby incorporated hereinby reference, describes an online shopping mall established through acomputer network. Ikeda et al. disclose a system wherein promotionalpoints are awarded corresponding to the dollar amount a customer spendson merchandise at the shops in the online shopping mall. A pointsstorage device stores the number of points accumulated by the customer.The points may be redeemed in the form of discounts on purchases at theonline shops. By using an online shopping mall system, customers are notrequired to carry a magnetic card, the time from issuance and redemptionof the promotional points can be reduced, and points issuance ratios canbe readily altered to encourage purchases at various shops or duringvarious seasons by awarding relatively more points.

U.S. Pat. No. 5,774,870 to Storey (Jun. 30, 1998), the disclosure ofwhich is hereby incorporated herein by reference, also discloses anonline shopping system wherein a user may access product catalogsthrough a program for shopping online. The user may electronically placean order, in response for which the program automatically checks theuser's credit and electronically issues a purchase order to thesupplying company. The program also calculates award points, updates theaward account of enrolled users, and communicates the number of awardedpoints to the user. Enrolled users may browse through an award catalogand electronically redeem an amount of awarded points towards an item inthe catalog. The program then electronically places an award redeemingorder with an awards distributor and updates the user's award account.The program may also be configured to display what level of award theuser has achieved and how many additional points the user needs toachieve a higher award level.

Like other businesses, casinos have also adopted the concept of awardingpromotional points for activities relating to the business of thecasino. U.S. Pat. No. 5,761,647 to Boushy (Jun. 2, 1998), the disclosureof which is hereby incorporated herein by reference, relates to a systemand method for implementing a customer tracking program to record andstore a customer's gaining and non-gaming activity at casino properties.Boushy discloses a computer network system wherein customer informationis accumulated at each affiliated casino through one or more local areanetwork (“LAN”) based management systems, updated to a central patrondatabase (“CPDB”) that is coupled to each casino LAN through a wide areanetwork (“WAN”). Customer accounts are automatically activated andprovided with information from the CPDB each time a customer from onecasino property firsts visits an affiliated casino property. Customeraccounts are updated with new activity data whenever the casino receivescustomer data from electronic input devices associated with the customerspending money on casino property. Customers are awarded promotionalpoints based upon their tracked activity at all affiliated casinoproperties. The point awards are redeemable for gifts, meals, cash andthe like, at any of the affiliated casino properties. Like the onlineshopping mall system of Ikeda et al., Boushy teaches that the pointaward parameters may be adjusted to encourage activity at differentcasino properties or different venues within a casino.

When playing electronic games in a casino, promotional points may beawarded based upon amounts wagered, games played, or numerous othermoney transactions between a player and a casino. However, to determinehow many promotional points have been accumulated a player must askcasino personnel at an attended booth. To redeem the promotional pointsaccumulated, a player must visit a self-serve kiosk where promotionalprizes are displayed. It would be beneficial to enable a player to morereadily determine or even track the player's promotional points andredeem them more easily.

In recent years, it has become known in casinos to add second orso-called “bonus” game structures to existing gaming machines,eligibility to play the second game typically being triggered by anevent in play of the first game. In addition, some new gaming machinesare configured at the inception with the capability for an additional,bonus game. Bonus games are known to be initiated at some point duringplay of a first, or primary, game where a predetermined combination ofsymbols has appeared, or a predetermined number of games has been playedby a player.

Methods and apparatus for networking or associating a plurality ofelectronic devices such as electronic games to a common controller andawarding, tracking and managing promotional points based upon accountactivity are known in the art. Several examples of promotional pointssystems have already been previously discussed herein. Some additionalexamples include U.S. Pat. No. 5,983,196 to Wendkos (Nov. 9, 1999) andU.S. Pat. No. 5,398,932 to Eberhardt et al. (Mar. 21, 1995), thedisclosures of each of which patents are incorporated herein byreference.

In addition to their use as a game or for awarding promotional points incasinos, slot machines have also been used to advertise sponsors of acasino. U.S. Pat. No. 5,941,772 to Paige(Aug. 24, 1999) discloses a slotmachine used to promote a casino sponsor. The invention of Paigediscloses a video display slot machine game wherein the familiar “7-7-7”or bells or cherries on the slot rollers are replaced by product logosof a sponsoring company to link the act of winning with the productadvertised. Coded member cards and a computer database are used tocollect information on member activity for use in awarding promotionalpoints.

Advertising material has also been incorporated into electronic games.U.S. Pat. No. 5,946,664 to Ebisawa (Aug. 31, 1999) discloses anelectronic racing game wherein advertising material is incorporated intothe racing game display graphics as if it were part of the original gameprogramming. The advertising material of Ebisawa can be remotely updatedby modifying the advertising codes or graphics. U.S. Pat. No. 5,643,088to Vaughn et al. (Jul. 1, 1997) discloses an interactive game whereininteractive advertising is transmitted to a television or associateddisplay in conjunction with a broadcast of an interactive game event.The game event is rendered interactive by allowing viewers to predictwhat will happen to the other players in the game, or play along withthe game. The advertising is interactive in that a viewer can requestadditional information about a product or service advertized through anassociated keyboard and receive immediate information.

For each of these examples of advertising in electronic games, however,the advertising is not directly before the game player throughout thegame being played. The advertising displayed is either intermittentthroughout the game (as with Ebisawa and Paige), or alternates with, oris on a separate monitor, from the game (as with Vaughn et al.). Thus,sponsors' advertising material is not before a game player continuouslythroughout game play.

Electronic games and their methods and apparatus for use are also wellknown in the art. Electronic games include games of chance, games ofskill, and games involving both skill and chance. Examples of severalpatents describing games of chance include U.S. Pat. No. 5,833,536 toDavids et al. (Nov. 10, 1998), the disclosure of which is herebyincorporated herein by reference, U.S. Pat. No. 5,769,716 to Saffari etal. (Jun. 23, 1998), U.S. Pat. No. 5,820,460 to Fulton (Oct. 13, 1998)and U.S. Pat. No. 5,947,820 to Morro et al. (Sep. 7, 1999).

FIG. 1 is a block diagram of an electronic game 102 as found in the art.An electronic game 102 typically includes a microprocessor or othercomputer 104 having a central processing unit (“CPU”) 106 and memory108. The computer may be coupled to a number of peripheral devices suchas, by example only, a display screen 110 (e.g., a cathode ray tube(“CRT”), plasma display, liquid crystal display (“LCD”), and/or adisplay based on light emitting diodes (“LED”)), possibly having atouchscreen input 112 (see U.S. Pat. No. 5,951,397 to Dickinson (Sep.14, 1999)), and/or buttons, keys or other user input devices 114.Preferably a coin, currency or card acceptor device 116 (to accept acredit card, gaming card, smart card and the like) permits a player toactivate a game play or place wagers. The electronic game may alsoinclude a separate scoreboard display 118.

Electronic games may also be coupled to one or more other computers suchas a central computer 120 of a casino, e.g. via a network card 122 andlink 124, modem 126 and the like. The game parameters 128, such as how,when and where particular images will appear on the display screen 110,how the game works and how to operate the various elements operablycoupled to the computer 104, are stored in the memory 108. Theelectronic game 102 may be housed in a game housing such as, by exampleonly, those shown in U.S. Pat. No. 5,820,460 to Fulton (Oct. 13, 1998)and Des. Pat. No. 404,436 to McGann et al. (Jan. 19, 1999).

Initiating an electronic game can be done as simply as by inserting acoin or, more comprehensively, for example, by inserting anidentification card, such as a “smart card” having a programmedmicrochip or a magnetic strip coded with a player's identification andcredit totals. See U.S. Pat. No. 5,265,874 to Dickinson et al. (Nov. 30,1993), the disclosure of which is hereby incorporated herein byreference. U.S. Pat. No. 5,806,045 to Biorge et al. (Sep. 8, 1998) usesa writeable identification card, such as a “smart card” to eliminate theneed for a network or direct connection between remote systems and acommon controller or point database. Promotional point and creditinformation may be retrieved, recorded and updated using the “smartcard.’ Alternatively, it is known to transfer money to a game through anelectronic funds transfer as described in U.S. Pat. No. 5,902,983 toCrevelt et al. (May 11, 1999).

Existing electronic game displays include multiple images representingvarious aspects of a game such as a game portion, a credit total portionand a wager amount portion. Other electronic game displays include anadditional bonus award portion to indicate an amount of a bonus awardwhich may be won, typically through multiple games. See U.S. Pat. No.5,851,148 to Burne et al. (Dec. 22, 1998) and U.S. Pat. No. 5,911,418 toAdams (Jun. 15, 1999).

The Internet also includes casino or game host sites offering displayssimilar to those found in conventional electronic games. Generally, toplay an Internet game, a software file is downloaded to a player'scomputer or terminal, which may then be used to install the necessarysoftware for the game and/or access the casino or game host Internetsite. As with a conventional electronic game, Internet electronic gamesmay be accessed using an identification code or name to identify aspecific player and retrieve that player's credit total or play history.Unlike standard electronic games, however, many Internet electronicgames provide an option to play for free, usually in the context of a“demonstration” game or to teach a potential player about a particulargame. Thus, a player may access an electronic game such as a casino gamethrough the Internet, and use “play” money instead of “real” money toenjoy the thrill of playing, without the risk of loss. Any “play” moneywon, however, has no actual monetary or other value outside of the gamecontext.

BRIEF SUMMARY OF THE INVENTION

The present invention relates to a method and apparatus for awarding andredeeming promotional points using an electronic game, such as a casinogame, a video arcade game, or other game of skill or amusement.According to a first aspect of the invention, an electronic gamecomprises a game display having multiple distinct windows or displaysegments, each window or display segment displaying a different subjectin the form of one or more images. The display may include a touchscreenor alternatively, or additionally, the electronic game may include, byway of example only, an external input with keys, a touch-sensitivesurface and/or a moveable control element.

According to a second aspect of the invention, an electronic gamedisplay may include a real time promotional point total. The total mayinclude, without limitation, an all-time, or cumulative, point total forall of a player's activities, a total for the present activity, or both.

According to a third aspect of the invention, sponsor advertisingmaterial may be constantly displayed on a portion of the game display,such as within a window or other display segment. The advertisingmaterial may include, by way of example only, video clips, scrollingletters or icons, or any other advertising material which is capable ofbeing shown on a display.

According to a fourth aspect of the invention, a display segment showingvarious awards for which promotional points may be exchanged may beincluded in a portion of the game display, such as within a window. Inone embodiment, the award displayed may be associated with sponsoradvertisement material shown in a sponsor advertisement window. Inanother embodiment, the promotional points value of the award shown mayintentionally be selected to be greater or less than the promotionalpoints total of the current player to stimulate further play. In a thirdembodiment, a player may select a particular award for which to redeemthe player's promotional points and redeem the points at the electronicgame. In all instances, the system may be configured so that the awardmay be automatically ordered and sent to the player.

According to a fifth aspect of the invention, promotional pointsaccumulated through activities associated with a casino may be exchangedfor promotional awards directly with a sponsor.

According to a sixth aspect of the invention, a promotional pointssystem awards promotional points both for activities involvingcommercial transactions and for those not involving commercialtransactions. In other words, players may accumulate promotional pointsby simply allowing themselves to be exposed to sponsor advertisingmaterial or by undertaking other activities where money or equivalentmonetary credit is not required to be tendered.

According to a seventh aspect of the invention, an electronic game andmethod for its use are disclosed wherein promotional points are tenderedinstead of money, or in addition to money or machine credits. In oneembodiment, a game player wagers promotional points for a chance toincrease promotional point totals. In another embodiment, a wageringgame awards a portion of the player's winnings in money or machinecredits exchangeable for money, and a portion of the winnings inpromotional points. If the player does not win, the wagering game maychange to a second, bonus screen or game where players may randomlyselect icons or play a different game to determine a promotional pointsaward value. Alternatively, a win may be required to initiate a secondbonus screen or game to be played in whole or in part for promotionalpoints. Further, the play of a given number of games or the wager of agiven amount of money may be employed to initiate a game using as wellas awarding promotional points. In yet another embodiment, anon-wagering electronic game, such as a video arcade game, is initiatedusing promotional points in exchange for credits to play.

According to an eighth aspect of the invention, an electronic game isdisclosed wherein the electronic game may be used to access theInternet. In other words, rather than using a personal computer as anInternet portal, a game machine, either for gaming (wagering) orotherwise and either on a stand-alone basis or through a server, isconfigured for communication with the Internet. Such communication maycomprise a continuous, secure link to a remote server with which thegaming machine is associated, alone or in combination with links tosponsors, to an on-line catalog of awards serving the display of thegaming machine to provide examples of awards redeemable for promotionalpoints, to websites of sponsors or others from whom categories of awards(i.e., books, electronics, gourmet foods, etc.) may be redeemed, andother desirable contacts.

Yet another embodiment of the invention contemplates and includesretrofitting conventional electronic and electro mechanical games withdisplays and interactive communications capability with remote sites,either through the addition of a secondary or bonus game module or otherhardware possessing such features, or a remote communications module orother hardware without an additional gaming feature.

Various combinations of the aforementioned aspects of this invention aredescribed further in detail hereafter. As one of ordinary skill in theart will understand, numerous combinations of these aspects arepossible, and those provided are for illustrative and exemplary purposesonly and are not in any way limiting the present invention.

BRIEF DESCRIPTION OF THE SEVERAL VIEWS OF THE DRAWINGS

The nature of the present invention as well as other embodiments of thepresent invention may be more clearly understood by reference to thefollowing detailed description of the invention, to the appended claims,and to the several drawings herein, wherein:

FIG. 1 is block diagram of a prior art electronic game;

FIG. 2 is a block diagram of an electronic game according to the presentinvention;

FIG. 3 is an embodiment of an exemplary electronic game displayaccording to the present invention;

FIG. 4 is a block diagram of an electronic game system according to thepresent invention;

FIG. 5 is an embodiment of a promotional points system display suitablefor use according to the present invention;

FIG. 6 is a block diagram illustrating a method of redeeming promotionalpoints from a sponsor according to the present invention;

FIG. 7 is an embodiment of an electronic game display according to thepresent invention; and

FIG. 8 is an embodiment of a retrofitted electronic game according tothe present invention.

DETAILED DESCRIPTION OF THE INVENTION

FIG. 2 illustrates a block diagram of an electronic game according tothe present invention. Like prior art electronic games, the electronicgame 132 of FIG. 2 includes a microprocessor or other computer 134having a central processing unit (“CPU”) 136 and memory 138. Similarly,the computer of the electronic game 132 of FIG. 2 may be coupled to anumber of peripheral devices such as, by way of example only, a display140, possibly having a touchscreen input 142, and/or other user inputdevices 144, a coin, currency or card acceptor device 146 and a separatescoreboard display 148. Furthermore, like prior art electronic games,the electronic game 132 of FIG. 2 may also be coupled to one or moreother computers such as a central controller 150 of a casino through anetwork card 152 and link 154, modem 156 and the like.

Distinct from the prior art are the game parameters and display. Thegame parameters 158 of the present invention include programming todefine multiple windows or display segments, or programming to directinternally produced or externally received signals to various windowimage emitters so that different subject matter may be displayed indifferent windows on one or more game displays 2, as depicted in FIG. 3.

A game display 2, such as that which would be used in the electronicgame 132 shown in FIG. 2, may comprise, without limitation, a monitor,such as a computer monitor, a television display, or any otherelectronic device configured to display a game image. By way of exampleonly, suitable display technologies may include the aforementioned CRT,plasma, LCD and LED displays. The display may be of any desiredconfiguration, such as a square, rectangle, elongated rectangle, etc.The game display 2 may include a touchscreen, or includes some othertouch-sensitive display overlay to allow for player interaction with theimages on the display. The display 2 may also have associated one ormore separate player input devices, such as a mouse, touchpad, joystick,rollerball, keypad, or other mechanical or electrical, electronic,magnetic or optical switching or control elements, to facilitateinteraction, such element(s) being previously identified generically inFIG. 2 by reference numeral 144.

As shown in FIG. 3, the game display 2 of a preferred embodiment of thepresent invention comprises a plurality of windows or display segments4, 6, 8 and 10, each window or segment displaying a different subject ofdisplay comprising one or more images related to the subject of display.For illustrative purposes only, each of the plurality of windows orsegments 4, 6, 8 and 10 in FIG. 3 are separated by dashed lines. Inpractice, any of the plurality of windows may have the same or differentbackground patterns or images, or be defined within contrasting bordersto emphasize the distinctions between the windows. Alternatively, thewindows or segments may be structured to eliminate distinct inter-windowborders so as to induce the player's eyes to scan the entire display.

Employing separate, multiple windows or display segments, or at least aseparate window or display segment for a wagering game, is significantbecause a separate and secure signal may thus be transmitted to andreceived from the wagering portion of an electronic game. By using aseparate and secure signal for interaction with a game at the player'sremote location, the odds of winning or any other aspect of the gamecannot be manipulated, adjusted or otherwise altered by other signalsinitiating changes on the display, or by the player interacting with thedisplay other than playing the game. Thus, the integrity of the game ismaintained. Another advantage of using separate, multiple windows todisplay different aspects of a game display is that one or more of themultiple windows can change and be controlled without affecting theperformance or appearance of the remaining windows. Using a singlewindow having different sections may be less preferred than multiplewindows because each time an image is modified in a single window, theremaining images in that window are affected in either appearance,redraw speed, or other performance-related parameter. As will be clearto one of ordinary skill in the art, separate windows may also be formedon a plurality of separate displays and still be in accordance with theteachings of the present invention.

Multiple, separate windows may be formed on a single or multipledisplays by using standard HTML, Java or other programming code as iscommon and well known in relation to Internet page programming. Topromote security, however, the electronic game portion of the display ismost preferably received as a separate signal from the remainder of thegame display. Further, and for additional security and flexibility insignal transmission, multiple, separate windows may be formed using adisplay or displays having multiple tuners or receivers, each receivingseparate display signals. An example of a display configured forreceiving and displaying multiple display signals is that associatedwith picture-in-picture technology, such as that available from Sony,Inc. Another example of a display capable of receiving and displayingimages from multiple signals is a plasma display such as thatdistributed by Gearhouse Multimedia of the United Kingdom. Displays suchas plasma displays and picture-in-picture displays, though moreexpensive than ordinary displays, allow for greater versatility andsecurity than ordinary displays.

Another possible alternative for creating a game display with multiplewindows or display segments would be to use a flat panel LED displaywith discrete, separately-controlled sub-arrays fabricated on asemiconductor substrate or a plurality of arrayed semiconductorsubstrates, employing technology developed by Micron Technology, Inc. ofBoise, Id. By incorporating multiple windows or display segments in asingle display through sub-arrays at predetermined locations, each ofthe different sub-arrays may be activated simultaneously using differentsignals. This approach would allow a user to display multiple distinctimages responsive to distinct signals on a single display, to easilyintegrate images from multiple sources, or relating to multiple topics,and manipulate one or more of those images without affecting the others.

The window or display segment 8 of the game display 2 of FIG. 3 includesa promotional points display 12 to indicate the total promotional pointsaccumulated to date by the current player. As used herein, the term“promotional points” contemplates a non-monetary tally having valuewhich may be exchanged for goods or services. Optionally, a monetaryvalue may be assigned to each promotional point. It is most preferablethat the promotional points display 12 show not only the promotionalpoints accumulated by the current player from the current activity, butalso the promotional points accumulated by the current player from allother activities. However, the promotional points display 12 mayalternatively be configured to display only the promotional pointsaccumulated during the current session at the game, or an additionalwindow 12 may be included to display those points. Most preferably, boththe cumulative promotional points display and the present gamepromotional points are displayed. Additionally, or in lieu of video-typepromotional points display 12, a physical confirmation and manifestationof one or more promotional points totals may be provided. Such aphysical manifestation may include, without limitation, a tape or cardoutput to provide the player with a tangible, portable expression of theplayer's promotional point totals. Such an item may be automaticallygenerated by the gaming machine, or responsive to a player request, asby touching a portion of the display, or a dedicated key or otherelement.

By including a “real time” promotional points total 12 on the gamedisplay 2, a player may see how different behaviors at the game affectthe promotional point total. As used herein, the term “real time” meansand includes “substantially real time” or relatively rapid, intermittent(e.g., every 15 seconds, every minute, at the conclusion of each game,etc.) but not necessarily instantaneous updating of points totals. Inthis way, a player is not required to contact casino staff for a currentpoint total or check the total at a location remote from the game he orshe is playing. The player can know the promotional point total at anygiven time during play by simply checking a game display 2 with which heor she is interacting. Additionally, by having the promotional pointstotal 12 displayed and increasing in real time while the player isplaying any given game or at least at the conclusion of each game, theplayer is constantly encouraged to continue playing the game in a way tomaximize promotional points.

Most preferably, the promotional points total 12 will increase whetherthe player is winning or losing games. Thus, even if the player islosing games (and consequently the money tendered to play those games),the player's actions are rewarded by an immediately increasedpromotional points score. For example, a player may be awarded 10promotional points for wagering one coin, or 20 promotional points forwagering two coins. Alternatively, the promotional points awarded perwager may be enhanced for larger wagers (e.g., 10 points per one coinwagered, 22 for two, 35 for three, etc.). Even though the player maylose more coins for wagering more, because the promotional pointsincrease faster by wagering more coins, the player is encouraged towager more coins.

Additionally, a game may be configured so that a portion of a player'swinnings may be awarded in money, or machine credits convertible tomoney, while a portion of the winnings is awarded in promotional points.For example, if a player won what would ordinarily be paid-out as 20coins, the system may be configured to pay out 10 coins and 100 points.In this way, the tendency of a player to associate the game withaccumulation of promotional points and thus with sponsors' products maybe promoted, and players can play to accumulate points faster. If aplayer wins 0 coins, the game, rather than simply awarding promotionalpoints based on the amount wagered or game played, may be configured tochange to a bonus screen comprising an additional game, such as a randomicon selection, which reveals a player's promotional point award forthat game's play. Further, a monetary win may trigger a second, bonusscreen or game to be played in whole or in part with promotional points.With this award system, a player is rewarded whether the player iswinning or losing. Thus, a player is encouraged to continue play by thepromotional points earned through game play, and further encouraged tocontinue play by the bonus games in excess of those played for moneywhich may be triggered by continued game play. It is contemplated thatpaying winnings as part money and part promotional points rather thanall money or all promotional points may be established as aplayer-selected option, or may be associated with only particular gamesor events triggered during the play of games as desired for a givenapplication. Optionally assigning a monetary value assigned to apromotional point may also assist in determining the number ofpromotional points required for a particular award. Obviously, any ofsuch payment techniques is equally applicable to the use of debit andcredit cards, and other forms of monetary exchange.

FIG. 3 also illustrates an exemplary sponsor advertising display 14 in awindow or display segment 10 on the game display 2. The sponsoradvertising display 14 shows information relating to sponsors toencourage players to like and buy sponsor merchandise or use sponsorservices. The information shown in the sponsor advertising display 14may comprise either still or moving images, pictures or words, orcombinations thereof. The use of scrolling messages and graphics is alsocontemplated. Preferably, the sponsor advertising display 14 showsadvertising material at all times, which may be rotated from sponsor tosponsor for a group of sponsors, either on a regular basis or incorrespondence to the sponsor's advertising contributions. In this way,whether a player is playing the game or not, the advertising informationis always in the public view. Moreover, due to the ability to identifyan individual playing a game, as further detailed below, the promotionalmaterial of a particular sponsor or sponsors may be activated for aparticular display based upon the individual's redemption patterns forpromotional points, or his or her lifestyle patterns as indicated by thetracking of non-gaming activities through the player identificationprocess.

Conventionally, promotional or advertising information is placed on awall, a separate television monitor, or the housing of a game. However,as players play electronic games, their attention is heavily focused onthe game display 2. By placing and maintaining a sponsor advertisingdisplay 14 on the game display 2, the players are constantly exposed tosponsor advertising material. Although the sponsor advertising display14 is shown as a banner in FIG. 3, it is contemplated that the sponsoradvertising display 14 may be any size and shape. It may be that for aparticular application, the sponsor advertising display 14 is of a sizeand shape to conveniently show entire commercials of sponsors, such asare conventionally shown on television.

The game display 2 shown in FIG. 3 also includes a window or displaysegment 6 exhibiting an awards display 16. The awards display 16 showsitems or services for which players may exchange their promotionalpoints. The awards display 16 may continue to show a single award optionor, more preferably, cycle through numerous award options.Alternatively, the awards display 16 may have an interactive controlamong input devices 144 by which a player could access a list ofspecific awards or award categories (sporting goods, electronic devices,travel, lodging, etc.), or even search a database of awards or an onlinesponsor catalogue or catalogues to choose an award or category towardwhich the player desires to accumulate points. Preferably, the awardsdisplay 16 includes a portion which indicates the number of promotionalpoints required to exchange for the item or services shown. Optionally,the awards shown in the awards display 16 may be automatically selectedby the system (see description below associated with FIG. 4) tocorrespond to awards which require more points than the player hascurrently accumulated. In this way, the player is encouraged to continueplay so that the promotional points will increase towards the highervalue required for the displayed award or awards. As a further option,the awards shown may be of a value less than the total promotionalpoints accumulated by the player, to stimulate an award redemption andthe attendant immediate gratification for playing the game. The award orawards shown may also be selected in response to a player's interests,hobbies, age, gender, spending habits, or other characteristic which maybe associated with the player through the player's unique identifier.

It is also contemplated that from the window or display segment 6exhibiting the awards display 16, promotional points may be redeemed bya player at that particular game for a desired displayed item once apoint total has been reached. In this way, once a player has accumulateda sufficient number of promotional points, the player may immediatelyredeem those points at the electronic game and again begin accumulatingpoints for another award. By coupling the game controller to an awardsdatabase and providing interactive award selection control elements andinstructions on the display 2 or adjacent housing of the game, a playercan redeem points through the electronic game, and even while playingthe game. In other words, the player may proactively select a redemptionactivity in the midst of the game, or a particular game event occurrencemay be programmed to trigger a point redemption wherein an award may beredeemed at a promotional point “discount” during the pendency of thatparticular game or for a give period (for example, 5 minutes)thereafter. For example, if a given award usually requires theredemption of 10,000 points, a “wild card” redemption event could reducethe award to 8,000 points if completed immediately. Further, such wildcard redemption events may be programmed to be triggered randomly, orfor a given number of games played, or money wagered, over a selectedperiod of time (for example, twenty-four hours, 30 days, one year).

Once a player indicates a particular award for which the player wouldlike to exchange promotional points and confirms an award redemption,the promotional point total 12 displayed may be replaced with an updatedpromotional point total in real time. The central controller 30 (FIG. 4)or other sub-system subtracts or deducts the promotional point value or“price” of the award selected from the player's cumulative promotionalpoint total 12 in response to the player selecting the award, andreplaces the displayed promotional points total 12 with an updatedpromotional points total.

In further reference to FIG. 4, once a player has selected and confirmedan award for which the player would like to redeem promotional points,the central controller 30 may then contact a sponsor 32 or an awardsdistributor 34 to automatically order the award selected by the player.From the player's unique identifier, which is associated with theplayer's promotional point total and also associated with otherinformation related to the player or provided by the player at the game,such as a password, PIN or other identifier for security purposes, asponsor 32 or award distributor 34 may send the selected award to theplayer's hotel room, home address, or other location indicated by theplayer if such an option is afforded. Alternatively, a player may redeemthe promotional points for an award directly from the sponsor at thesponsor's place of business or Internet site, or by phone. By providingeach sponsor with access to a common promotional point database,promotional point totals may be immediately updated as points areredeemed or accumulated at any location. It is contemplated that apromotional points database 40, or another database 40 associated withthe central controller 30, may store not only a player's promotionalpoints total in association with the player's unique identifier, butalso other personal information without limitation, such as a player'saddress, birth date, gender, marital status, interests, hobbies, sports,spending habits, credit information, occupation, and other informationwhich may assist a sponsor to relate and transact with the player morereadily. Such sponsors may include, without limitation, retail stores,restaurants, airlines, rental agencies, product manufacturers, theaters,travel agencies, cities or other sponsor with a good or service thesponsor wishes to promote or exchange for promotional points. If theaward selected requires more promotional points than the player hasaccumulated, the central controller 30, or the CPU of the electronicgame may optionally offer the player a discounted price in cash orcredit for the award, or deny the exchange.

Returning to FIG. 3, the game portion of the game display 2 is shown ina main window or display segment 4. The main window or display segment4, as illustrated, shows an embodiment of a slot machine game whichincludes a portion 18 through which a title, image of the game, or somevideo or other graphic display to catch the attention of potentialplayers, may be shown. The main window or display segment 4 alsoincludes a winnings box 22 to display the amount the player has left onaccount with which to wager or winnings for a particular spin, a coinsbox 20 to display the number of coins which are wagered with aparticular spin, up and down arrows 24 and 26 to increase or decreasethe number of coins wagered with a particular spin, and a spin button 28to initiate each play of the game. Although FIG. 1 illustrates anembodiment of an exemplary slot machine game in the main window ordisplay segment 4, any number of games may be substituted for the gamedisplayed, each having its own display and interactive controls, inaccordance with the invention. As known in the art, the gaming machinemay be configured, by employment of suitable hardware and software asknown in the art, for play of one of a variety of games at the samemachine in response to player selection from a choice of games. Examplesof suitable games for use in accordance with the invention include,without limitation, those conventionally found in casinos such as BlackJack, Craps, Roulette, Keno, Bingo, Reel, various other Slot Machinegames comprising or simulating a plurality of rotating wheels, variousPoker games, and Baccarat. Of course, any other casino-type, or otherwagering game which may be electronically simulated as well as otherelectronic games, such as video arcade games or other games of skill oramusement, may be employed and displayed. As used herein, the term“casino-type”, “gaming” or “wagering” game, machine, or activity, meansand respectively includes games, machines or activities wherein monetaryor other value is placed at risk (i.e., wagered) in return for apossible return of some value pending the outcome of the activity, aportion of the activity, or a participant's performance during theactivity. Activities other than gaming activities may be referred toherein as “non-gaming” activities.

FIG. 4 illustrates a promotional points system having a centralcontroller 30 to coordinate and control activities and data transferamong the various links to sponsors 32, awards distributors 34, on-sitegames 36, off-site games 38, promotional points databases 40, awardsdatabases 42 and Internet servers 44.

As should be clear to one of ordinary skill in the art, the foregoingdescription of a game display may be implemented through a singledisplay, or group of displays housed in a decorative casing or casingsand coupled, directly or indirectly, to a common central controller 30such as through a local area network (“LAN”) and/or through a wide areanetwork (“WAN”). Alternatively, multiple central controllers 30 may haveaccess to a common promotional points database 40. Single or groupdisplays and housings would particularly be useful in a casino, ashopping mall, a grocery store or other retail store, or the like, wherea variety of customers are passing or spending money and may desire toplay a game. With the electronic game system as illustrated in FIG. 4,multiple communication lines from the central controller 30 may becoupled to the display controller of a game to relay and modify displaydata in the multiple game display windows. The communication lines mayinclude, without limitation, electronic or other data transferring cable(including optical as well as electrical), radio frequency wavetransmissions including cellular frequency transmissions as well asmicrowave, satellite dish frequencies, etc., phone lines (again bothoptical and electrical) and the like, such as is common with remotecommunication systems. More preferably, however, the function anddisplays on the computer may be fixed by hardware and software includedwithin the game circuitry to minimize communication with the centralcontroller 30. In either embodiment, a player's promotional points totalmay be retrieved at the game location through the central controller 30from a promotional points database 40 associated with the centralcontroller 30 when the game is accessed by a player. Alternatively,promotional point totals, identification information and otherinformation, such as credit amounts, may be retrieved from and updatedto a “smart card” or other recording device kept in a player'spossession. As used herein, the term “remote” means and includes sitesusing communication lines to communicate one or more signals with asingle site.

The game display and interaction may also be implemented through anInternet or Intranet server 44 as an Internet or Intranet display to beviewed by at least one Internet browser 46. In this way, connection to agame and accumulation of promotional points, may be accomplished withonly a connection to the server 44 through a conventional phone or otherdata transmission line, digital signal line (“DSL”), T-1 line, coaxialcable, fiber optic cable, or other connection known in the art. It iswill also be understood by those of ordinary skill in the art thatenhanced bandwidth of digital wireless communications may render suchtechnology suitable for some or all communications according to thepresent invention, particularly if such communications are encrypted. Itwill be further understood and appreciated by those of ordinary skill inthe art that higher data transmission speeds may be useful for enhancingthe sophistication and response of the display and interaction with theplayer. Even in an Internet embodiment, the game display may be housedin a decorative housing. One advantage to this embodiment, however, isthat players may access an Internet game page from any location where anInternet connection and computer, or other Internet facilitator such asthe so-called “WebTV” boxes, are available. The expansion in the numberof computers and number and speed of Internet connections in recentyears increases opportunities for players to play and increase theirpromotional points from home or work, as well as in the casino.

In another aspect of the present invention, it is contemplated thatplayers may accumulate promotional points through a variety of gamingand non-gaming activities. A significant concern and desire of sponsors,is for players to become familiar with the sponsors' names and products.Awarding promotional points to players for playing games having imagesof the sponsors' names, logos, products and marketing information on thegame display directly before the players helps to familiarize playerswith the sponsors displayed.

Moreover, sponsors may award promotional points for non-gamingactivities, both where money is spent, and where it is not. For example,to encourage customers to shop more at their stores or websites,sponsors may award promotional points for spending money in thesponsors' stores or websites, or using the sponsors' services orproducts. Additionally, sponsors may award promotional points forcustomers merely visiting locations where the sponsors' products aresold or used, or where the sponsors' advertisements are shown. Forexample, sponsors may award promotional points to customers who merelyvisit a sponsors' store, shopping mall, casino, theater, salespromotion, demonstration, Internet site, ATM machine, bank, city, themepark, car dealership, or any other venue or site where a sponsor wouldbenefit simply from a customer's attention, regardless of whether thecustomer has the specific intent to spend money at that time. Thisapproach may also encourage customers to spend money in a particularlocation even though the promotional points are awarded simply basedupon the customer's presence and not the money the customer spends. Forexample, by awarding promotional points for time spent in a sponsor'sretail store, shopping mall, car dealership, city, etc., customers whoare there for any duration of time are more likely to spend money thanif they never visited. By a further example, a sponsor who awardspromotional points to all attendees at a grand opening of a retailbusiness is likely to encourage more customers to attend. In this way,just by allowing themselves to be exposed to sponsors' names andproducts, or by familiarizing themselves with a sponsor's business,facilities, location, methods of transaction or other goods or services,customers can accumulate promotional points.

As used herein, “commercial transactions” are those interactions betweena customer and a business or other where money or credit is required tobe exchanged between the customer and the business. Activities otherthan commercial transactions are those where money or credit is notrequired to be exchanged between the customer and the business.

Electronic game systems may be configured to award promotional points,money or any combination of points and money based on any combination offactors which a sponsor may deem point-worthy. Additionally, establishedmoney or promotional point award combinations may be modified inresponse to those same factors. Such factors may include, by way ofexample only: the duration or frequency of game play at a particulargame, casino or casino chain; the amount of money or promotional pointsexchanged or wagered at a particular game, casino or casino chain; apattern of player behavior such as patronizing certain businesses,Internet sites, or other locations, or spending certain amounts of moneyat those locations.

By awarding additional promotional point award combinations to thoseplayers who act in ways sponsors desire, players are encouraged topatronize particular stores or buy particular products they may not havechosen without such incentive. Promotional point groups or levels mayalso be formed based upon the factors previously mentioned, or similarfactors, to additionally reward a desired behavior or lifestyle. Forexample, a player may upgrade to a more beneficial promotional pointgroup, and thus enjoy the benefits of that group, by reaching a certainlevel of total accumulated promotional points, or a total amount ofmoney spent at a sponsoring business. Group benefits may include, by wayof example only, such benefits as: reduced rates on rooms, food,entertainment, airfare, rental cars or the like; advanced promotionalpoint or money accumulation rates; access to particular electronicgames, desirable locations, Internet sites and reserved seating; entryinto prize drawings; higher promotional point exchange rates; and theability to exchange promotional points for particular prizes. By addingbenefits for levels of promotional points earned (or earned and spent)by a player within a year (or over some other period of time), playersand customers are further encouraged to act in ways to obtain morepromotional points.

In yet another aspect of the invention, promotional points may beawarded in greater quantities to those patronizing sponsors within aselected group of sponsors. For example, a group of ten sponsors may beidentified, and those individuals patronizing at least five (or someother threshold number) of the ten sponsors within a given time period(for example, a month) will receive a points “multiplier”, such as 1.2,for all promotional points earned during that period. Alternatively,loyal participation by an individual in the program at a selected numberof sponsors within the group during a selected period of time mayentitle the individual to an “upgraded” award program in which thepoints accumulated are assigned greater value for award redemptionpurposes (e.g., the points become “platinum” points as opposed to “gold”points) as long as the individual continues his or her participation.Such a program may be extended to groups of individuals with linkedidentifiers, for example to a husband and wife, to encouragemodification of behavior of the group and not just the individual.

Yet another alternative embodiment of the invention involves linkingspecific merchant sponsors through the Internet to the player of thegame for award redemption. As illustrated by FIG. 6, through a suitablyconfigured electronic game or other site having an Internet connection80, a player may form a connection 82 with, and select from a catalogueof specific award items to redeem promotional points in a systemcoordinated by a promotional points administrator 84. A display windowincluding an Internet connection 80 may also be configured to providebroad categories of awards instead of, or in addition to specific items(e.g., electronics, clothing, music, etc.). Upon selecting a specificaward or an award category, a player may then be forwarded 86 to thewebsite of a sponsor who has agreed to provide awards responsive toredemption of promotional points, either solely or in combination withmoney tendered through a credit or debit card. By linking a playerwishing to redeem promotional points directly with a sponsor through itswebsite 88, a promotional points administrator 84 may rely on theinventory, ordering and shipping infrastructure already established bythe sponsor. In this way, the initial capital investment required by apromotional points administrator 84 wishing to initiate such a system iscomparatively minimal. In other words, by relying on sponsors to providemethods of redeeming promotional points online, a promotional pointsadministrator 84 would only need a conventional accounting database andInternet server rather than a complex electronic-commerce (“e-commerce”)system or extensive awards inventory, which is already in the possessionof the merchant sponsors. To participate in such a system, sponsors maychoose to add a payment option to existing payment options on theirorder displays to enable payment by promotional points or credit andpromotional points. A sponsor, following exchange methods which mayalready be established for the sponsor, may then send the award directly90 to the player through the sponsor's established shipping channels(e.g., United Parcel Service) according to information input by theplayer, or associated with the player's unique identifier. Thus, aplayer may “visit” a sponsor either physically by traveling to redeempromotional points at a sponsor's location, or electronically throughthe Internet to redeem promotional points online.

Another advantage of linking the player 80 directly to the sponsorwebsite 88 through the Internet is that by redeeming promotional pointsdirectly from the sponsor, the player becomes familiarized with thesponsor's website and learns how to “buy” merchandise using thesponsor's normal product or service purchase procedure in the context ofpromotional points. Thus, the player is educated about the sponsor 88and its product offering, is more likely to return directly 90 to asponsor's website 88 for other purchases, and less likely to go to acompeting merchant whose website may be unfamiliar and thus moreintimidating when purchasing online in the future. In addition, thistechnique may be employed to educate and familiarize non-Internet“literate” individuals with the ease of purchasing through the Internet,thus eliminating fears about making such “purchases” and making suchindividuals more likely to patronize the Internet merchant in the futurein lieu of physically visiting a retail establishment.

As will be clear to one of ordinary skill in the art, so long as acustomer has a unique identifier, sponsors are able to award promotionalpoints, and thus encourage customer behavior in real time, anywhere thesponsor can access the promotional points database, or alternatively,record the customer's number and activity. With respect to sponsorsencouraging behavior, it is also contemplated that sponsors may alsoaward promotional points to customers for reading sponsor selectedmaterial related to a sponsor's interests or to achieve a sponsor goalsuch as promoting education or other cause or organization.

As a player approaches a game display and desires to play the game andaccumulate promotional points, it is necessary for the player to somehowindicate to the game the unique identity of the player, such as througha unique identifier, so the game can access the player's promotionalpoint total. There are many methods of indicating a player's uniqueidentifier including, but not limited to, bar codes, magnetic encodeddata strips, “smart” cards with embedded microchips, personalidentification numbers (“PIN”), “Bluetooth” technology electroniccommunicator, and any other form of identity verification including,magnetic, physical (i.e., thumb print, retinal scan, etc), digital,electronic or optical.

The “Bluetooth” technology, such as that manufactured by Motorola ofPhoenix, Ariz., may be used to indicate the player's identificationthrough as a small, short range, low-power, unlicensed, wirelesstransmitter or transceiver to a corresponding receiver or transceiverwithin a game. Through this, a player need only approach a game and thegame will automatically register the player's identity and promotionalpoints total. Bar codes, magnetic encoded data strips and “smart” cardswould require additional game attachments to read the player'sidentification from identification cards presented by the player. PINentry may be accomplished within a portion of a window for atouchscreen, or through an external PIN entry device such as a keyboard,keypad or cursor manipulating device such as a touchpad, rollerball ormouse. The use and function of readers and external PIN entry devicesare well known in the art.

Another aspect of the present invention is a method of awarding andredeeming promotional points using the promotional points system shownand described in reference to FIGS. 1 and 2. According to an embodimentof the method, a game organization such as a casino or video arcade,having sponsors with products or services to advertise, displayssponsors' advertising material on an electronic game displaysimultaneous with an electronic game. In this way, players of the gameare exposed to the sponsors' advertising material throughout game play.For playing the electronic game, players are awarded promotional pointswhich the players may redeem for discounts or awards from the gameorganization or the game organization sponsors.

According to another aspect of the present invention, promotional pointsacquired through gaming and non-gaming activities are used instead ofmoney during game play. In one embodiment, after a player hasaccumulated any number of promotional points, a player of a casino orother game may choose to wager promotional points rather than money. Inthis way, the player may significantly increase a promotional pointtotal or, consequently, lose promotional points rather than money. Forregions where gambling for money is contrary to the laws of the region,wagering using promotional points offers an attractive alternative.Similarly, casino operators can familiarize players with a casino orcasino games by awarding promotional points and offering players achance to increase their promotional points toward redeeming them for anaward. In accordance with other aspects of this invention, because anelectronic game display may be displayed through an Internet server,players may play casino games using their promotional points from home,work, or even other locations, as facilitated by the increasedavailability and bandwidth of digital and cellular phones and otherwireless technology.

As will be clear to one of ordinary skill in the art, either a primary,a secondary, or both a primary and a secondary electronic game may beplayed for promotional points. Furthermore, a secondary or bonus gamemay be activated responsive to either a win, a loss, or some other eventin a first game.

In another embodiment of this aspect of the invention, a player of anon-gaming electronic game may use promotional points as credits for thegame rather than money. In this way, as discussed in relation to otheraspects of this invention, sponsors of a game organization may choose toaward promotional points for a variety of activities, such as visitingsponsors' Internet sites or stores. The promotional points accumulatedby a player may then be used for entertainment rather than for redeemingtoward specific award items.

As will be clear to one of ordinary skill in the art, in accordance withother aspects of the present invention, because the inventioncontemplates awarding promotional points for activities other thanplaying games, the main window 50 of the display 52, as shown in FIG. 5,may be configured to display any activity 54 through which an operatormay, or may not, accumulate promotional points, such as accessing anATM. In addition to displaying sponsor advertising material 56, awards58, and a real time promotional points total 60, as with previousembodiments, the display 52 of FIG. 5 may include, without limitation,such interactive displays as an Internet display for visiting sponsorInternet sites, a television signal display, or other sponsoradvertising material.

FIG. 7 depicts an interactive display screen 62 of an electronic gamedisplaying two separate windows or display segments 64 and 66. One ofthe windows or segments 64 may display an electronic game such as thosepreviously discussed herein, while the<other of the windows or segments66 may display an Internet connection. As used herein, the term“Internet” is distinguished from a dedicated or proprietary LAN or WAN,and means and includes plurality of mutually remote sites having thecapability of communicating digital information, at least in part,through communication channels owned or controlled by third parties andbeing directed and, where necessary, relayed by servers or othersuitable apparatus. Such communication channels may include, withoutlimitation, electronic or other data transferring cable (includingoptical as well as electrical), radio frequency wave transmissionsincluding cellular frequency transmissions as well as microwave,satellite dish frequencies, etc., phone lines (again both optical andelectrical) and the like, such as is common with remote communicationsystems. The interactive display screen 62 may be configured so that oneor the other of the windows or segments 64 and 66 are displayed on theentire screen 62, or so that both of the windows or segments 64 and 66are each displayed simultaneously. Alternatively, the display screen 62may be configured to adjust the number of displayed windows, or changeits displayed image at a player's option, or in response to an eventsuch as the end of a game. The Internet window 66 may be configured todisplay and select sponsor advertising, promotional points totals,promotional awards, event schedules, sponsor product catalogs, orderinginformation and any other information which may be placed upon or foundthrough the Internet. The Internet window 66 may be configured to allowgame players to choose a particular Internet site, promotional pointaward or advertisement during play, or, according previously describedaspects of the present invention, be configured to display specificawards or groups of awards related to any number of factors associatedwith a player's unique identifier such as, by example only, a player'sinterests, background and promotional points total. The Internet window66 may be used, without limitation, to reward for player performance, toredeem points, to visit sponsor Internet sites, visit chat rooms, ordergoods or services, view entertainment, or simply to browse the Internet.

As used herein, the term “electronic game” means and includes not onlycompletely electronic games including a display driven responsive to asignal. The term “electronic game” also means and includes portablegames which may be physically connected to a host system by a permanentor removable connection, or which may be connected or in communicationtherewith using wireless technology. Further, the term specificallyincludes, without limitation, conventional, existing electronic orelectromechanical machines to which may be added an electronic display.For example, and without limitation, a bonus or secondary game retrofitmay be made to a conventional electromechanical game to detect gameactivity and payouts from the conventional game for purposes ofaccumulation and display of promotional points, redemption of awardsthrough tendering of promotional points, and display of non-game relatedimages such as sponsor advertising and awards display. Optionally, aretrofit of what may be termed a remote communications module inaccordance with the invention may be made to a conventional, stand-aloneelectronic or electromechanical gaming or other game machine foraccumulation and display of promotional points, redemption of awards,and display of sponsor advertising and awards. FIG. 8 illustrates anelectronic game 68 configured as a slot machine having a remotecommunications module 70 and display 72. The display 72, as described inregard to other aspects of the present invention, may display, withoutlimitation, bonus games, Internet access, promotional points, sponsoradvertisements or awards, and other helpful or exciting images. It isbelieved that one of ordinary skill in the art will understand how toretrofit an electronic game with a remote communications module 70 usingconventionally available parts. In a basic embodiment, a suitabledisplay, circuit board and modem coupled together with the existing gamewould be sufficient to retrofit a conventional electronic game torespond as an electronic game in accordance with aspects of the presentinvention. Other embodiments involving different forms of displays,communications methods and multiple circuit boards may also be used aswill be clear to one of ordinary skill in the art.

The term “electronic game” also means and includes an apparatusaccording to the present invention which includes features other thanelectronic ones. For example, an electromechanical slot machineapparatus comprising a plurality of adjacent, rotatable wheels may becombined and operably coupled with an electronic display of any suitabletype, and an associated signal linkage to one or more remote sites. Inthis instance, the electromechanical device would constitute one of the“windows” of the overall display exhibited by the apparatus.

In a further aspect of the present invention, the tracking of anindividual's gaming habits in accordance with the method and apparatusof the present invention may be extended to table or othernon-electronic games played in a casino setting or the like, such asthrough the player tendering his or her identifying indicia inconjunction with legal tender to be wagered at a game site or other sitewithin a casino. Optionally, the same methodology may be employed inconjunction with redemption for money or credit of chips, tokens orother value elements employed in games such as, without limitation,Blackjack, Poker, Roulette and Craps.

Although the present invention has been shown and described with respectto preferred embodiments, various additions, deletions and modificationsthat are obvious to a person skilled in the art to which the inventionpertains, even if not shown or specifically described herein, are deemedto lie within the scope of the invention as encompassed by the followingclaims.

1. A gaming machine adapted for accepting a wager, playing a game basedon the wager and granting a payout based on the result of the game,comprising: an exterior housing arranged to contain a plurality ofinternal gaming machine components therein; a central processing unit incommunication with at least one of said plurality of internal gamingmachine components, said central processing unit being adapted toexecute or control one or more aspects of said wager based game and alsobeing adapted to facilitate the communication and display ofadvertising; and a first display device in communication with saidcentral processing unit and adapted to present simultaneously thereuponone or more components of said wager based game as well as one or moreadvertising components directed to a player of said wager based game. 2.The gaming machine of claim 1, further including: a communication linkfrom said first display device to a distinct advertising source, saiddistinct advertising source being separate from said central processingunit.
 3. The gaming machine of claim 1, further including: a seconddisplay device in communication with said central processing unit andadapted to present simultaneously thereupon one or more components ofsaid wager based game as well as one or more advertising componentsdirected to a player of said wager based game, said second displaydevice being separate from said first display device.
 4. The gamingmachine of claim 1, wherein at least one of said one or more advertisingcomponents comprises sponsor based advertising.
 5. The gaming machine ofclaim 1, wherein said gaming machine is adapted to award player trackingpoints to a player that is subjected to said advertising.
 6. The gamingmachine of claim 1, wherein said gaming machine is adapted to permit aplayer to control one or more parameters with respect to the display ofsaid advertising.
 7. The gaming machine of claim 1, wherein said gamingmachine is adapted to present said one or more advertising components atsaid first display device on a constant basis regardless of the displayof said one or more game play components.
 8. The gaming machine of claim1, further comprising: a player tracking device in communication withsaid central processing unit and adapted to accept player identifyingindicia, wherein said one or more advertising components comprise playertargeted advertising in response to the identification of said playerand player specific information contained in a player tracking profilefor said player.
 9. The gaming machine of claim 8, wherein said playerspecific information comprises player tracking points redemptionpatters, player lifestyle patterns, or both.
 10. The gaming machine ofclaim 1, wherein said one or more advertising components comprises anentire television style commercial.
 11. The gaming machine of claim 1,wherein said one or more advertising components comprises banner typeadvertisement.
 12. The gaming machine of claim 1, wherein said firstdisplay device comprises a plurality of separate windows, and whereinsaid one or more components of said wager based game are presented in afirst window while said one or more advertising components are presentedin a second separate window on said first display device.
 13. The gamingmachine of claim 12, wherein said second window comprises an Internetconnection including advertising content.
 14. The gaming machine ofclaim 13, wherein said Internet window is provided as a reward basedupon the play or performance of said player.
 15. The gaming machine ofclaim 12, wherein said first window displays game play content from saidcentral processing unit while said second window displays advertisingcontent from an advertising source separate from said central processingunit.
 16. The gaming machine of claim 12, wherein said first and secondwindows are arranged such that distinct inter-window borders areeliminated, whereby said player is thereby induced to scan both the gameplay and advertising components of said first display in their entirety.17. A method of advertising on a wager based gaming machine, the methodcomprising: providing a gaming machine adapted for accepting a wager,playing a game based on the wager and granting a payout based on theresult of the game, said gaming machine including an exterior housingarranged to contain a plurality of internal gaming machine componentstherein, a central processing unit in communication with at least one ofsaid plurality of internal gaming machine components, said centralprocessing unit being adapted to execute or control one or more aspectsof said wager based game and also being adapted to facilitate thecommunication and display of advertising, and a display device incommunication with said central processing unit and adapted to presentsimultaneously thereupon one or more components of said wager based gameas well as one or more advertising components directed to a player ofsaid wager based game; displaying said one or more components of saidwager based game on said display device; and displaying said one or moreadvertising components on said display device simultaneously with saidstep of displaying one or more wager based game components.
 18. Themethod of claim 17, wherein said one or more wager based game componentsare displayed on a first window of said display device while said one ormore advertising components are displayed on a second separate window ofsaid display device.
 19. A method of awarding and redeeming promotionalpoints, the method comprising: providing a gaming machine adapted foraccepting a wager, playing a game based on the wager and granting apayout based on the result of the game, said gaming machine including anexterior housing arranged to contain a plurality of internal gamingmachine components therein, a central processing unit in communicationwith at least one of said plurality of internal gaming machinecomponents, said central processing unit being adapted to execute orcontrol one or more aspects of said wager based game and also beingadapted to facilitate the communication and display of advertising, anda display device in communication with said central processing unit andadapted to present simultaneously thereupon one or more components ofsaid wager based game as well as one or more advertising componentsdirected to a player of said wager based game; displaying said one ormore advertising components on said display device while a player ispresent at said gaming machine; and awarding promotional points to saidplayer for being exposed to said one or more advertising components. 20.The method of claim 19, further including the step of: enabling saidplayer to redeem said promotional points in exchange for one or moreopportunities to play addition wager based games.